Ryobi: Kirsten Landman's Road to Dakar

Ryobi Africa, a power and garden tool manufacturer, launched a marketing campaign to achieve a direct impact on sales, reach 10 million South Africans with campaign messaging and earn twenty Tier 1 pieces of coverage.

Opening Statement

#PeopleAndPowerToolsThatWontQuit was Ryobi Africa's most successful integrated marketing campaign in its 30 year history.

Our campaign was a monthly, social media documentary series - supported by traditional and digital PR tactics - starring Kirsten Landman, who was aiming to become the first African womxn to complete the Dakar Rally.

The campaign is one of the most successful PR campaigns to have ever originated from South Africa as it has been viewed by close to one billion people (800m), globally and has made a direct impact on Ryobi's business - 11 consecutive, record sales months.

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